"We've done a lot of research [since the first Move] and learnt a bit about ranges," Michael Dykes, Move Director told Channel News.

The store has changed 350 product SKUs and added around 20 new brands including Bose speaker docks, headphones and new collaboration range of mobile covers from designer of the moment Dion Lee.

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Despite the modifications,"our strategy is still the same" says Dykes, with mobility, computing and accessories being the three main product pillars. "Most electronics stores sell stuff you use, we sell stuff you use and wear."

Move will be exclusively selling Lee's accessories including Samsung Galaxy, iPhone, and tablet cover designs, which are "creating a bit of a stir" among trend conscious consumers.

Design-your-own mobile covers have proved a huge hit at the Bondi store.

Fitness is where its at

But there's one major category invading the store front - wearable fitness gear.

The fashtronics stores are also now targeting a sightly broader age demographic, although still affluent.

Originally Move fashtronics gear was targeted at Gen Y's aged around 30 and under but now that has stretched to 45- 50 year old's, who are just as interested as their younger counterparts in the latest tech wear, says Dykes.

Also, its 50:50 between males and female customers, something that also surprised Move execs, who had anticipated a more female skewed base.

The Emporium store is also a bit smaller than Bondi. "We've tightened up density to make the space more efficient."

Move is opening at two new locations soon - another at Melbourne's Hyde Point centre and Brisbane at Indooroopilly. Dick Smith is also opening another store in Brisbane and a store-in-store in David Jones in the Queensland capital.

Move opens tomorrow at Emporium Melbourne, the city's largest shopping centre on level 3 with a grand opening event.